Rice
MaybeAn estimated 0.0% of orders come back. But products sell for $5.23 on average, outside the sweet spot, so Rice is a Maybe.
- Flapen Score
- 61 / 100Top 4% of 2,976 Grocery niches · +15 vs the category median of 4661
- Market size
- £1.4M/yr1.7M searches / yr
- 90-day growth
- -10.5%search demand this quarter
- Competition
- 34%top-5 click share · 14 brands · 90 sellers
Flapen Score
Rice against its category
The dotted line is the Grocery average. Past it, Rice is stronger. Inside it, weaker.
Market
The Rice market on Amazon at a glance
Shoppers on Amazon United Kingdom searched for Rice 1.7M times last year and spent an estimated £1.4M. The top 5 brands take 78% of clicks. Flapen scores it 61 out of 100, a Maybe.
01 · Demand
An estimated 15.4% of those searches ended in a purchase.
Shoppers searched for this 1.7M times in the last 12 months. That counts every search on Amazon United Kingdom for this niche's terms. An estimated 15.4% of those searches ended in a purchase. Searches in the last 90 days moved -10.5% against the 90 days before. Searches, conversion and average price together put the market at an estimated £1.4M a year.
- Searches, last 12 months
- 1.7M
- Growth, 90 days vs prior 90
- -10.5%
- Conversion, latest week
- 15.4%
- Market size, estimated
- £1.4Ma year
- Peak month
- November1.4× the quietest month
- Top search term
- rice1.3M searches a year
02 · Price
A sale here is worth £5.23.
Listings sell for £5.23 on average, from £0.60 to £25.15. Amazon reports units sold in ranges. This niche sold 300K to 400K a year. The average listing sells 5,000 to 6,000 of them. At £5.23 that is £26K to £31K a year per listing.
- Average price
- £5.23under the $15 to $100 sweet spot
- Price range
- £0.60–£25.15
- Amazon United Kingdom median price
- £12.12across 27,606 niches
- Units sold a year
- 300K–400K
- Units per listing a year
- 5,000–6,000
- Revenue per listing a year
- £26K–£31K
- Returns
- 0.0%of orders · Amazon United Kingdom median 0.6%
03 · Entry bar
The bar here is low.
40% of listings pay for placement with sponsored ads. 100% ship with Prime. On an average day, 0.0% of listings are out of stock. The average listing ranks #87 within Rice, Pasta & Pulses. It carries 746 reviews at 4.56 stars, so a new listing needs social proof before a better product.
- Sponsored listings
- 40%
- Prime listings
- 100%
- Out of stock, average day
- 0.0%
- Average rank
- #87in Rice, Pasta & Pulses
- Average rating
- 4.56 starsAmazon United Kingdom average 4.36 stars
- Average reviews
- 746per listing
- Listings tracked
- 47
04 · Newcomers
Brands here are established.
The brands on the shelf have sold for 74 months on average, so the names here are established.
- Launched, last 12 months
- 0
- Successful launches
- 0Amazon's first-year sales bar
- Average brand age
- 74 months
Products
Top Rice products & what they sell for
The products selling here, as shoppers see them on Amazon. Shelf share and sales are our estimates.
Prices and ratings read from Amazon on Jul 24, 2026. The live listing can differ.
Top sellers
by estimated 90-day click share
Salaam Premium Basmati Rice 5kg Aromatic Long Grain Aged Non-Sticky Ideal for Biryani Pilaf and Everyday Meals
- Price
- £5.93
- Rating
- 4.5/5
- Reviews
- 869
- Age
- 1y ago

by Amazon Basmati Rice 1kg
- Price
- £1.92
- Rating
- 4.6/5
- Reviews
- 1,230
- Age
- 3y ago

Morrisons Basmati Rice 1kg
- Price
- £1.99
- Rating
- 4.7/5
- Reviews
- 501
- Age
- 10y ago

Laila Longer Basmati Rice 5Kg
- Price
- £7.35
- Rating
- 4.5/5
- Reviews
- 1,389
- Age
- 5y ago

Morrisons Easy Cook Long Grain Rice 1kg
- Price
- £1.43
- Rating
- 4.5/5
- Reviews
- 1,177
- Age
- 8y ago
Trending
estimated 90-day click momentum
Morrisons Piri-Piri Rice 250g
- Price
- £0.88
- Rating
- 4.0/5
- Reviews
- 33
- Age
- 1y ago

Laila Basmati Rice 5Kg Aromatic Rice Basmati-Style
- Price
- £7.40
- Rating
- 4.6/5
- Reviews
- 129
- Age
- 1y ago

Laila Longer Basmati Rice 5Kg
- Price
- £7.35
- Rating
- 4.5/5
- Reviews
- 1,389
- Age
- 5y ago

Morrisons Golden Vegetable Rice 250g
- Price
- £0.96
- Rating
- 4.4/5
- Reviews
- 1,455
- Age
- 8y ago

Green Dragon Thai Fragrant Jasmine Rice 2KG - Thai Hom Mali - AAA Premium White Rice - Ideal for Thai and Asian Cuisine
- Price
- £6.40
- Rating
- 4.7/5
- Reviews
- 343
- Age
- 11y ago
Newest
by launch date
Laila Basmati Rice 5Kg Aromatic Rice Basmati-Style
- Price
- £7.40
- Rating
- 4.6/5
- Reviews
- 129
- Age
- 1y ago

Morrisons Piri-Piri Rice 250g
- Price
- £0.88
- Rating
- 4.0/5
- Reviews
- 33
- Age
- 1y ago

Salaam Premium Basmati Rice 5kg Aromatic Long Grain Aged Non-Sticky Ideal for Biryani Pilaf and Everyday Meals
- Price
- £5.93
- Rating
- 4.5/5
- Reviews
- 869
- Age
- 1y ago

Yutaka - Standard Koshi Yutaka Rice 5kg - Japanese-Style Short-Grain Rice - Soft Slightly Sticky Texture - Ideal for Sushi Donburi Bento & Authentic Japanese Meals
- Price
- £9.23
- Rating
- 4.6/5
- Reviews
- 136
- Age
- 1y ago

by Amazon Basmati Rice 1kg
- Price
- £1.92
- Rating
- 4.6/5
- Reviews
- 1,230
- Age
- 3y ago
Competition
Competition: brands, sellers & click share
The top 5 products take an estimated 34% of clicks, no more. An open shelf where new products get seen.
Brands
14 falling
Sellers
90
Est. top-5 brand share
78%
Top 20: 100%
Est. top-5 click share
34%
Top 20: 77%
Open market
17%
- Morrisons31%
- by Amazon14%
- LAILA14%
- Tilda11%
- Salaam8%
- Mai Thai5%
- Open — no brand owns it (8 brands, 17%)
Demand
Rice search demand
Weekly searches over the year, seasonality beneath. Pick a range.
No pronounced peak months · busiest ÷ quietest = 1.4×
Search terms
Top Rice search terms shoppers use
The exact words shoppers type, with estimated yearly volume, growth, and conversion.
- rice1.3M/yr
- basmati rice294K/yr
- white rice27K/yr
- rice 5kg23K/yr
- basmati17K/yr
- rice basmati19K/yr
- 5kg rice10K/yr
- rice bag8K/yr
- roce4K/yr
- indian rice5K/yr
Reviews and returns
What reviews say buyers love and hate about Rice
We read the reviews and the return reasons for every product selling here.
“Didnt like the taste”
Every topic
Every topic buyers talk about, one row each.
Red shows the share of negative reviews and green the share of positive reviews, biggest topic first. Open a row to read what they wrote.
13 topics
Keep looking
Related niches
Niches in the same category that score near this one. Research these next.
Best Flapen score
The highest-scoring niches we track right now, across every category.
FAQ
Common Rice questions
Answered from the same tracked data.
Figures on this page are estimates modeled from public Amazon pages and third-party keyword data. Amazon does not supply them, and no connected seller's data is used. How we handle Amazon data









